Belgacom has announced its Proximus brand will become the operator’s main commercial brand for all mobile, fixed and IT solutions at the end of this year.

Proximus has been known as the operator’s mobile brand in Belgium, but will now replace the Belgacom name, although the latter will remain the company name.

The news is the first major announcement sanctioned by Dominique Leroy, who was appointed CEO in January.

Belgacom said the move was in response to the increasing convergence of fixed, mobile and IT technologies and both enterprise and retail customers not seeing the difference between them.

In a statement, the operator said it was “a logical step” to group all solutions under one main brand.

However, Belgacom’s other brands such as Scarlet, 1207/1307, BICS, Tango and Telindus International, will continue to exist.

Leroy commented: "Our ambition is to grow. That’s why we want to combine our fixed, mobile and IT solutions even more effectively, with the customer at the centre. With Proximus as our main commercial brand we get that idea across clearly and we also simplify our communication.

"Our customers' needs are changing continuously and ever faster. That applies to consumers and businesses alike. As a leading company in the Belgian telecoms market, we want to anticipate developments and offer our customers a superior and distinctive user experience which seamlessly combines all technologies. Clear and simple communication is also a part of that. By taking the step towards a single commercial brand, Proximus, we are able to do so better than ever.”

Belgacom said it wants to restore growth by 2016; last month, it reported that 2013 revenues fell 2.2 percent to €6.3 billion.

The move follows a similar decision by France Telecom last year to rename itself Orange.

Read More

BASE to offer 4G LTE for free as Belgium set for price war

More News

Iliad enters content game in France, finally launches Italian mobile business Iliad enters content game in France, finally launches Italian mobile business Iliad has acquired football rights in France and launched its opco in Italy as it looks to reboot after a disappointing set of financial results. More detail
Three UK appoints new CCO, CFO Three UK appoints new CCO, CFO The departure of Three UK's Chief Commercial Officer after just 18 months in the job has triggered a shake-up of the mobile operator's top team. More detail
TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk has agreed to sell 80,000 business customers to rival Daisy Group in a £175 million deal. More detail
A1 Telekom Austria Group rebrand reaches Bulgaria A1 Telekom Austria Group rebrand reaches Bulgaria Bulgaria is the third A1 Telekom Austria Group opco to get rebranded as the telco looks to market itself as a provider of "advanced" IT, IoT, cloud and content services. More detail
Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services has expanded its work with Dobroflot by developing a customised IoT solution for the Russian fishing company. More detail
    

 

European Communications is now
Mobile Europe and European Communications

  

From June 2018, European Communications magazine 
has merged with its sister title Mobile Europe, into 
Mobile Europe and European Communications.

No more new content is being published on this site - 

for the latest news and features, please go to:
www.mobileeurope.co.uk 

 

@eurocomms